Tag: mission driven destinations

storytellingTourism marketing

A benchmark life-changing experience: The Santiago Way

When it comes to think about life-changing experiences to showcase one of the intended missions of destinations 3.0, there’s no other like the Santiago Way. This is an old pilgrimage in the North of Spain that takes place since the middle age times. Starting in St. Jean Pied de Port, the last village in France before entering Spain through the Pyrenees mountain range, it has almost 800km, which usually take a month to be walked.

The Way ends in Santiago de Compostela, where the relics of St. James have moved people from all over Europe to do this pilgrimage for centuries. Nowadays people continue to do it, although not always for religious motivations. It is overall a spiritual journey, in which the real goal is not really to make it to Santiago but to connect with your soul and often challenge it to make a leap forward. It is also a journey to create new relationships, open people’s mindset and people’s heart, and rediscover everyone’s human authenticity. People from all countries, all ages and social conditions live together for a few days or weeks in the same conditions, facing very similar problems and concerns, and thus building mutual understanding and cross-cultural brotherhood.

The Way is a great but simple scenario where thousands of stories are created and inspired every year. This video shows a great story of friendship and challenge overcoming that took place there. Enjoy!